基于地理标志保护的保山小粒种咖啡产区品牌化研究

A Study on the Product Brand of Baoshan Coffea arabica Based on Geographical Indication Protection

保山咖啡种植历史悠久,是云南小粒种咖啡四大产区之一,2010年“保山小粒咖啡”获国家质检总局地理标志保护,并在2021年进入首批中国100个地理标志受欧盟保护名单。然而,保山小粒种咖啡地理标志保护品牌市场认可度较低,品牌溢价效应未能充分发挥。为此提出推进地理标志保护品牌创建、提升地理标志保护品牌市场认可度、拓展地理标志保护产品全产业链、扩大地理标志保护产区市场影响力、加速地理标志保护产区身份标识化的建议,为提升保山小粒种咖啡地理标志产区品牌竞争力,实现地域农业产业转型和高质量发展提供参考。

Baoshan is one of four major production areas of Coffea arabica in Yunnan with long history of coffee cultivation.In 2010,"BaoshanCoffea arabica"was awarded by GeneralAdministration of Quality Supervision as geographical indication.In 2021,it became one of the first 100 geographical indications protected by the European Union.However,the market recognition for its protection brand of geographical indication is still lower,and the brand premium effect cannot be fully played.Therefore,it presents some suggestions on brand establishment,market recognition enhancement,the whole industrial chain,market effect and ID establishment,etc.in this paper.This study is expected to provide a reference for improving the brand competitive power of Baoshan Coffea arabica geographical indication area,which then helped in realizing regionally agricultural industry transformation and high quality development.